A strong brand identity builds trust before you say a word.

Rae Design helps business owners realign their brand identity and services with the business they’re running today – so selling feels natural, decisions get easier, and buyers actually trust what they see.

Nothing looks broken 👀 buuut something doesn’t feel right anymore.

Your logo still looks fine. Your website still loads.

From the outside, nothing’s falling apart.

But inside?

You can feel the weight of second-guessing.

You hesitate before handing out a business card.

You cringe at the thought of sending people to your website.

You’re constantly second-guessing if what they see actually reflects what you do.

And deep down, you already know: your brand isn’t keeping up with where your business is headed.

Trust what you’re noticing. It might be a sign that you’re ready for more.

Why Rae Design?

Your brand isn’t just how you look. And it’s definitely not just your logo.

It’s the way your business builds trust, supports decisions, and clears the path for growth.

When your brand isn’t keeping up with the business you’re leading now, it doesn’t always break loudly – it drifts quietly.

At first, it’s easy to ignore. But eventually, that gap between who you are and what people see starts slowing you down.

At Rae Design, I help business owners close that gap with brand strategy, identity, and systems that helps everything work more cohesively – from selling and showing up to managing the day-to-day.

No rebranding for rebranding’s sake. And definitely no chasing trends.

Just aligned, strategic branding that finally reflects where your business is headed – and gives you the momentum you’ve been missing.

I’m Kirstin Protsman–creative strategist, brand identity designer, and your brand’s new co-conspirator. You’ve built the business. I’m here to make sure your brand keeps up and carries you even further.

Strategic support that meets you where you are.

Every brand has different needs and different next steps.

Whether you’re here to build momentum, sharpen your positioning, or fully realign your identity, Rae Design offers flexible, strategic support to keep you moving forward.

On Brand Sessions

Ongoing monthly group strategy sessions to check-in, recalibrate, and keep your brand moving.

For founders who want light strategic support, fresh direction, and a steady checkpoint to stay aligned without the heavy lift.

Brandstorm

Fast-track your next move with focused brand strategy and action.

Book a single session, a mini brand refresh, or combine both to realign how you show up, sell, and move forward – without getting lost in the storm.

Identity Innovator

The full brand realignment experience.

A complete brand strategy and identity system built to strengthen trust, sharpen your positioning, and make selling, marketing, and decision-making easier and more aligned with the business you’re leading now.

Eco Glow (Loveland, Colorado) Low Tox Home Fragrance Identity Innovator Brand Identity Concept by Rae Design
Eco Glow (Loveland, Colorado) Low Tox Home Fragrance Identity Innovator Instagram Mockup Concept by Rae Design
Eco Glow (Loveland, Colorado) Low Tox Home Fragrance Identity Innovator Brand Identity Logo Design by Rae Design
Boki's Kitchen in Quincy / Fowler, Illinois Area Crunchy Lime Cukes Product Photo and Label Design by Rae Design
Boki's Kitchen in Quincy / Fowler, Illinois Area Identity Innovator Brand Icon Hat Mockup
Boki's Kitchen in Quincy / Fowler, Illinois Area Identity Innovator Instagram Menu Carousel Design by Rae Design
Boki's Kitchen in Quincy / Fowler, Illinois Area Identity Innovator Thank You Notes and Instructions
Blue Umbrella Bakery in Keokuk, Iowa Identity Innovator Dessert Boxes Mockup
Blue Umbrella Bakery in Keokuk, Iowa Identity Innovator Umbrella Custom Cups Chess Pieces Pattern by Rae Design
Blue Umbrella Bakery in Keokuk, Iowa Identity Innovator Brand Exploration Mockups by Rae Design
Taske Force in Keokuk, Iowa Identity Innovator Brand Strategy Logo by Rae Design
Taske Force in Keokuk, Iowa Identity Innovator Custom Employment Application by Rae Design
Quincy Area Family Magazine in Quincy, Illinois Identity Innovator Brand Interior Mockup by Rae Design
Quincy Area Bridal Magazine in Quincy, Illinois Identity Innovator Brand by Rae Design Magazine Covers
Elite Outdoor Services in Quincy, Illinois Brandstorm Brand Identity Hat Embroidery Mockup
New Frontier Ag in Burlington, Iowa Fish Fertilizer Identity Innovator Brand Concept
Java River Cafe and Bakery in Keokuk, Iowa Brandstorm Brand by Rae Design
Zen Soul Society in Fort Madison, Iowa Identity Innovator Brand Identity by Rae Design

Branding insights for business owners – straight from the strategist’s desk.

Featured
Why your brand feels “off” (and what to do about it)
Why your brand feels “off” (and what to do about it)

If your brand feels off, but you can’t quite explain why, you’re not alone. Maybe your visuals don’t reflect the work you do anymore. Maybe your messaging feels inconsistent. Maybe your attracting the wrong customers or second-guessing how to show up online.

Most business owners build their brand reactively–making quick decisions based on what feels urgent, not what’s aligned. But at a certain point, reacting stops working. You need to start strategically steering.

In this blog, I break down why misalignment happens (it’s not your fault), what’s really causing that disconnected feeling, and five low-lift ways to check in and start realigning your brand.

What Makes Rae Design Different?

branding and strategy you’ll actually use.

You don’t need another pretty logo or a list of “brand values” collecting dust.

You need a brand that clarifies your direction, strengthens your positioning, and helps buyers trust you – before you say a word.

I’m not here to hand you a stack of brand concepts and wish you luck.

I help you connect the dots between you brand, your services, and your next move – so you’re not just inspired, you’re already in motion.

Brands in alignmnet

🔍

Brands in alignmnet 🔍

When branding fits the business it’s meant to serve, everything moves easier.

Here’s a glimpse of what happens when strategy, structure, and identity finally line up – and momentum follows.

Boki’s Kitchen

Before: No true brand identity and a name that didn’t fit the direction they were growing toward.

After: A full rebrand with a new name, clear positioning, and identity system that made it easier to build credibility, connect with their audience, and streamline the way they sell meals and book catering jobs.

Blue Umbrella Bakery

Before: A brand identity that no longer fit the shift from home-based baking to full brick-and-mortar bakery – and no longer spoke clearly to their evolving target audience.

After: A refreshed brand identity system built to match the professionalism and welcoming community vibe of their new storefront – and to help attract the right customers moving forward.

  • Amy Hobb, owner of Blue Umbrella Bakery

    Amy Hobb

    Blue Umbrella Bakery

    Kirstin made me feel like I had a say in every part of the process. I never felt excluded or that my opinion did not matter. This was important because brand strategy is what connects you to your customers and so to feel connected to the brand is important.

  • Niki Nichols, owner of Boki's Kitchn

    Niki Nichols

    Boki’s Kitchen

    Kirstin really helped me walk through an immense amount of overwhelm, even if she doesn’t know she did that for me.

    This was literally my next needed step in my business and I am forever grateful for this service she offers.

  • Brandy Owens, Owner of Quincy Area Bridal Magazine

    Brandy Owens

    Quincy Area Bridal Magazine

    Kirstin’s process is easy to follow, and she checks in to make sure you're not lost on anything.

    Tell her if there is something you're not happy with in any aspect of the project because she's easy to work with and takes your thoughts to the next level, instead of pushing them aside or disagreeing with you.

    At the end of it all, she has you and your business's best interest in mind so it can achieve what it needs too.

  • Alexis Gregory, Zen Soul Society Branding

    Alexis Gregory

    Zen Soul Society

    She makes the information palatable on your strategy, which is nice because this service and branch of marketing was a deeper and foreign concept during our first meetings.

    Her ultimate strength is empowering you in your brand.

  • Amy Deters, Above and Beyond by Amy

    Amy Deters

    Above and Beyond by Amy

    She helped me really think about the potential clients and who I wanted to work with. I hadn't really thought a specific type of person, just that I wanted to book clients.

  • Trish Merydith, owner of Taske Force LLC

    Trish Merydith

    Taske Force LLC

    My biggest fear is always change, but [Kirstin] made the transition easy. She took the time to learn about our business and what we do and what is important to me!

Reporting In Email Newsletter

Weekly branding insights from the strategist’s desk.

Real client takeaways. Behind-the-scenes decisions. Branding rants (only when necessary). For business owners aligning brand with business… finally.

Stop second-guessing. Start leading.

You’ve built the business.

Now build the brand that makes it easier to move, market, and grow on your terms.